金钱的自豪和惊喜标签对产品多样性寻求行为的影响

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Abstract By combing through relevant literature on emotion account and appraisal tendency framework theory, the current research studies the effects of two types of emotion accounts with same positive emotions, pride-tagged money and surprise-tagged money, on consumers’ variety-seeking behaviors, and also probes into the mediation function within the scope of consumption budget, and tests the hypotheses with one-way ANOVA and Bootstrap analysis method. The findings show that importance of money perceived by consumers with pride-tagged money is greater than that perceived by consumers with surprise-tagged money. Consumers with surprise-tagged money have bigger budget range than those with pride-tagged money, and thus they are more willing to seek varieties of products. Meanwhile, consumption budget range for people with surprise-tagged money plays a mediating role between surprise-tagged money and variety-seeking behaviors.

Key words： emotion account appraisal tendency framework label of self-pride and pleasant surprise consumption budget variety-seeking behaviors

Received: 19 March 2017

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	LIU Cong
	GAO Xiao-qian

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LIU Cong,GAO Xiao-qian. Effects of Pride-tagged Money and Surprise-tagged Money on Variety-seeking Behavior[J]. , 2017, 34(5): 99-105.

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https://xb.szu.edu.cn/EN/ OR https://xb.szu.edu.cn/EN/Y2017/V34/I5/99

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